Andy Rubin, the former head of Android at Google, has unveiled the first smartphone from his new company Essential. The new device offers the features of the latest high-end phones, such as the Snapdragon 835 processor, dual-lens camera with 4K video and 128 GB storage, while adding a stronger titanium-based body and a range of accessories such as a wireless charging dock station and 360-degree video camera that snap on magnetically.
Rubin said he started Essential to correct some of the frustrating aspects of today's devices, some of which he admitted he helped create with Android. Essential targets the smartphone market leaders Apple and Samsung, promising "premium materials and true craftsmanship", while devices "shouldn’t become outdated every year. They should evolve with you". The company said it would give customers products that "remain their private property" - so not locked to a network or provider and uncluttered with third-party software.
Essential will also "play well with others", avoiding closed ecosystems and working to make phones compatible with smart home and other consumer devices. The Essential website previews a new home base planned for launch later, which will be designed to "easily connect and interact with the products you already have". Essential is expected to join the Amazon Echo and Google Home in the market for voice-activated speakers offering a growing number of personal assistant and home control functions.
The main innovation of the Essential phone is an idea already tried by Motorola and LG: a range of clip-on accessories to extend the functionality of the device. In its launch offer, the company offers its mini 360-degree video camera, which connects magnetically to the back top of the phone, for a reduced price of USD 50. Also available later will be a docking station with magnetic connection, in which the phone lies to charge wirelessly.
Other features of the Essential phone include a 5.71-inch QHD display (2560 x 1312) with edge-to-edge display and Corning Gorilla Glass 5. It runs the Android OS and 4 GB RAM and comes with a USB Type-C port, 3,040 mAh battery, 8 megapixel front camera with f/2.20 aperture and support for a wide range of network bands to ensure world use. Like the new iPhone it does not have a 3.5mm jack, so requires an adapter for using standard headphones.
The Essential phone is available to reserve now in black or white in an introductory offer of USD 699, or USD 749 with the 360 video camera. It is expected to ship first in the US and later in other regions, and also be available in the colours 'stellar grey' and 'ocean depths'.
